越南素食：越南餐饮业的消费趋势和市场机遇

越南素食：越南餐饮行业的消费趋势和市场机遇

0512 月2025

B&Company

B&Company 是第一家自 2008 年起在越南专门从事市场研究和投资咨询的日本公司。.

在本“越南简报”栏目中，B&Company 的青年研究人员将及时提供有关越南工业趋势、消费趋势和社会运动的信息。.

本文以英文撰写，其他语言版本为自动翻译版本。请以英文版本为准。尽管我们力求确保原始信息的准确性，但请您自行核实每条信息。文中的解读和未来展望均为各研究者的个人观点。.

随着注重健康、可持续发展和伦理道德的消费者重塑越南餐饮业，越南素食正从寺庙厨房走向主流。调查显示，绝大多数越南人都吃过素食，许多人每周吃好几次，尤其是在大城市。[1]再加上纯素食包装食品市场的快速增长（2025年价值约为10亿至4万亿美元，预计到2034年将增长一倍以上），[2]这为外国投资者在餐饮、包装食品和原料供应领域创造了极具吸引力的机会。

越南素食行业

市场规模和增长

越南素食市场呈现出独特的双重性：它深深植根于传统的佛教文化，同时又受到现代健康、养生和食品安全趋势的推动。这种融合造就了一个蓬勃发展且快速扩张的行业。

尽管素食和纯素食食品市场发展迅速，但目前在越南庞大的餐饮业（预计到 2024 年将达到近 10 万亿越南盾）中仍只占很小一部分市场份额。[3]目前，素食市场在餐饮总收入中所占比例不到113万亿美元，预计到2025年将达到近141.12亿美元。[4]尽管基数较小，但该细分市场仍展现出强劲的增长势头，未来十年的复合年增长率将达到 8%。⁴.

As of mid-2024, data from Foody (a leading restaurant listing platform) indicates that vegetarian restaurants operate in 51 of Vietnam’s 63 provinces. The penetration rate of vegetarian dining options is approaching 80% nationwide, suggesting that vegetarianism is no longer confined to major metropolitan hubs[5].

Ho Chi Minh city has earned the moniker “Vegetarian Capital,” having been ranked 9th in PETA’s “World’s Most Vegetarian-Friendly Cities” as early as 2016 [6]胡志明市的素食选择密度和多样性远远超过其他地区，这得益于当地更加国际化的人口和更高的佛教徒密度。

Ratio of vegetarian restaurants (%, 2024)

100% = 2,737 家门店

来源：Foody

市场呈现双轨结构。餐饮服务领域素食和纯素食餐厅迅速扩张，从高端体验式餐厅（例如 Hum Vegetarian、Ưu Đàm Chay）到价格亲民的自助餐连锁店（例如 Veggie Castle），应有尽有，这些餐厅致力于将素食推广为日常选择。与此同时，包装食品和快速消费品领域则以大众市场本土制造商（例如 Binh Tay Food、Bich Chi Food）为主导，这些制造商专注于生产素食方便面和米饭产品；此外，还有一些新兴品牌（例如 Loving Vegan Food）瞄准都市消费者，提供高端、健康定位的纯素零食和替代品。

消费者对素食的态度

越南素食已不再局限于小众的宗教饮食，如今吸引了大量弹性素食者。一项基于Statista的在线调查访问了2757名16岁及以上的受访者，结果显示，451名受访者每周食用植物性食物数次，通常是为了健康、宗教或仅仅是为了“感觉更轻松”。¹.

人口中有 14% 人自认为是佛教徒。[7], driving a massive surge in vegetarian consumption on the 1st and 15th days of the lunar month, the current market expansion is fueled by “flexitarians”. These are younger generations (Gen Z and Millennials) and urban professionals who adopt plant-based diets for personal benefits such as “body kindness,” weight management, and skin health, rather than strictly religious vows. This shift is crucial for investors, as it demands products that taste good and offer nutritional value, rather than just traditional “mock meats” designed for ritual offerings.

市场趋势

The primary driver of growth has shifted decisively from Buddhism to wellness, accelerated by post-pandemic awareness. This created the “flexitarian” demographic, who frequently eat vegetarian meals for health, weight management, or “detox.” Flexitarians notably prefer minimally processed, whole plant-based foods (salads, nut milks) over traditional mock meats.

Consumer willingness to pay for quality has fostered a “masstige” (mass-prestige) segment. While nearly 90% of consumers believe organic food is expensive, the majority are still willing to pay extra for safe products[8]这导致市场分化：低质量、无差异化的摊位举步维艰，而高端概念、经认证的有机零售商和高质量的本地植物基产品则凭借可追溯性和人们感知到的安全性蓬勃发展。

素食餐饮市场正迅速从河内和胡志明市向外扩张，餐厅和连锁店积极在郊区和邻近省份开设分店。这反映了地理可达性的提高和当地需求的增长。此外，国际旅游业也极大地促进了这一领域的发展，因为高端素食餐厅经常出现在旅游指南中，迎合了注重健康、寻求正宗而又干净的越南餐饮体验的外国游客。

渠道组合正从传统的农贸市场转向现代贸易（便利店）和加工食品的数字平台。外卖应用程序已成为关键基础设施。, which reach favors “Ghost Kitchen” models and easily distribute packaged snacks, reducing reliance on prime retail space.

Consumers, particularly Gen Z, are increasingly drawn to brands with a compelling, holistic narrative. Products must be “guilt-free” in terms of environmental impact. Brands succeed by emphasizing eco-friendly packaging, transparent “farm-to-table” sourcing, and local cultural roots to build trust in a market sensitive to food safety concerns.

对外国投资者的影响

机会

越南市场呈现三大核心发展路径。首先，投资者可以与当地制造商合作开发融合本土风味与国际标准的素食产品，例如联名素食方便面、酱料和冷冻食品，既保留地道的本地风味，又符合国际质量标准。其次，对可扩展的餐饮模式进行战略投资至关重要；支持成熟模式的多店扩张，能够同时满足大众市场和高端市场的需求。最后，供应新一代植物基原料和技术蕴藏着巨大的发展潜力。外国供应商可以利用越南在大豆蛋白和组织化植物蛋白（TVP）方面的优势，将供应链从基本的豆腐/豆豉产品拓展到更高级的肉类和乳制品替代品。

挑战

Foreign investors must navigate several challenges. Fragmented competition makes it difficult to build clear brand differentiation solely on “vegetarian” positioning. Besides, price sensitivity remains a major barrier; outside affluent segments, purely imported or premium products often struggle to compete on affordability against local, domestic vegetarian dishes. The lack of an official legal definition also presents a trust issue if not managed through rigorous certification. Western-style plant-based products (e.g., burger patties, sausages) have limited appeal compared to products adapted to local cuisine. Vietnamese consumers prefer textures and flavors that fit into traditional dishes like Banh Mi, Pho, or Hot Pot. Foreign brands that fail to adapt their flavor profiles and formats to the Vietnamese palate often fail to retain customers after the initial “curiosity trial” phase.

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B&公司

自2008年以来，我们是首家专注于越南市场调研的日本公司。我们提供广泛的服务，包括行业报告、行业访谈、消费者调查和商业配对。此外，我们近期还建立了一个包含超过90万家越南企业的数据库，可用于寻找合作伙伴和分析市场。.

如有任何疑问，请随时与我们联系。.

info@b-company.jp + (84) 28 3910 3913

[1] Statista。（2025年11月28日）。越南2024年植物性食品消费频率。https://www.statista.com/statistics/1073092/vietnam-frequency-of-plant-based-food-consumption/

[2] 越南素食市场规模、份额及2034年预测报告。（无日期）。https://www.imarcgroup.com/vietnam-vegan-food-market

[3] Vietnam Investment Review. (2025, September 16). Vietnam’s F&B market entering more mature phase. Vietnam Investment Review – VIR. https://vir.com.vn/vietnams-fb-market-entering-more-mature-phase-136639.html

[4] 越南素食市场规模、份额及2034年预测报告。(nd-b)。https://www.imarcgroup.com/vietnam-vegan-food-market

[5] Company, B. (2025, August 19). Ho Chi Minh City becomes the capital of vegetarians. Plant-based trends quietly spreading – B-Company. B-Company. https://b-company.jp/ho-chi-minh-city-becomes-the-capital-of-vegetarians-plant-based-trends-quietly-spreading/

[6] Vietnam+。（2017年1月13日）。胡志明市入选亚洲十大最适合素食者居住的城市。Vietnam+（VietnamPlus）。https://en.vietnamplus.vn/hcm-city-named-in-10-most-vegan-friendly-cities-in-asia-post105797.vnp

[7] 2022年越南的宗教和宗教政策

[8] VnExpress. (2025年5月19日). 尽管有机食品价格翻倍，但需求依然旺盛。vnexpress.net。https://vnexpress.net/thuc-pham-huu-co-gia-cao-gap-doi-van-dat-khach-4886901.html

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